Epic Games Reports Significant User Growth Following Apple’s iOS 18.6 Update
Epic Games, the renowned developer behind the popular game Fortnite, has announced a remarkable 60% reduction in user drop-off rates during the installation of its game store on iOS devices. This positive shift follows Apple’s recent changes to its installation workflow, introduced with the iOS 18.6 update. The update is part of Apple’s compliance with the European Union’s Digital Markets Act (DMA), which mandates more open app distribution practices.
Background on the Digital Markets Act
The Digital Markets Act, enacted earlier this year, aims to foster competition in the digital marketplace by allowing users in the European Union to install apps from alternative marketplaces. This legislation is a response to growing concerns over monopolistic practices by major tech companies, particularly Apple and Google. Historically, both companies have faced scrutiny for their restrictive app store policies, which many developers argue stifle innovation and limit consumer choice.
Changes in Installation Workflow
Prior to the iOS 18.6 update, users attempting to install Epic Games’ store faced a cumbersome process that included multiple warning screens, often referred to as “scare screens.” These warnings highlighted potential risks associated with downloading apps from sources outside the official App Store. According to Epic Games, this led to a staggering 65% of users abandoning the installation process.
With the new update, Apple streamlined the installation workflow. Users now encounter a single screen that informs them of potential limitations, such as missing features related to subscription management, while also clarifying that the alternative app store’s developer will manage their data. This simplification has resulted in a significant drop in abandonment rates, bringing them down to 25%. Epic Games noted that this new rate is comparable to what they observe among users on Windows and macOS platforms.
Implications for Developers and Users
The reduction in drop-off rates is a significant win for Epic Games, which has long criticized Apple’s app distribution policies. The company argues that the previous installation hurdles not only deterred users but also limited the potential for developers to reach a broader audience. The recent changes may signal a shift in Apple’s approach, potentially paving the way for a more competitive app ecosystem.
Despite the improvements, Epic Games remains critical of Apple’s overarching policies. The company continues to voice concerns over Apple’s core technology fees, notarization requirements, and other regulations that complicate the distribution of apps through alternative marketplaces. These policies, they argue, still create barriers for developers seeking to innovate and compete.
Legal Battles and Broader Context
Epic Games’ ongoing legal battles with Apple are emblematic of a larger struggle within the tech industry. The company previously filed a lawsuit against Apple, arguing that the iOS platform is overly restrictive compared to macOS, where users have more freedom to install applications from various sources. During the trial, Apple’s Senior Vice President of Software Engineering, Craig Federighi, expressed concerns that allowing similar freedoms on iOS could lead to an influx of malware, compromising user security.
In addition to its conflict with Apple, Epic Games has also criticized Google for its lengthy installation processes and warning screens that discourage users from downloading apps from alternative sources. The company claims that Google misleads users by suggesting that apps from competitors, such as Epic Games, may pose security risks.
The Competitive Landscape
The changes in Apple’s installation process come at a time when the tech industry is increasingly focused on user choice and competition. Last year, a U.S. court ordered Google to open its Play Store to third-party app stores, a decision that Google recently lost an appeal against. This ruling reflects a growing trend toward regulatory scrutiny of major tech companies and their practices.
As the landscape evolves, both Apple and Google may need to adapt their strategies to accommodate a more competitive environment. The success of Epic Games in reducing user drop-off rates could serve as a case study for other developers navigating similar challenges.
Conclusion
The recent updates to Apple’s installation workflow represent a significant shift in the app distribution landscape, particularly for developers like Epic Games. While the reduction in user drop-off rates is a positive development, ongoing criticisms of Apple’s policies highlight the complexities of navigating a competitive digital marketplace. As regulatory pressures mount and user expectations evolve, the future of app distribution may become increasingly open, benefiting both developers and consumers alike.
